e.l.f. Teams with Legge to Empower Legendary Females

e.l.f. Beauty has joined forces with Katherine Legge to champion female empowerment in motorsports and beauty. This partnership, known as e.l.f. Teams with Legge, embodies bold confidence and unstoppable spirit. By merging high-performance makeup with high-speed racing, the collaboration makes a powerful statement about breaking barriers on and off the track.

Power Grip Garage: A Jumbo Activation

During NASCAR’s Coca-Cola 600 weekend, e.l.f. Teams with Legge brings the immersive Power Grip Garage to the Fan Zone. Created with Day One Agency and The Bait Shoppe, the garage showcases the new Jumbo Power Grip Primer. This 3x larger primer delivers drippy, gripping, and sticky action for long-lasting makeup wear. Visitors can experience a glam station, meet-and-greets with Legge, and the “Share the e.l.f.ing Love Wall” for inspiring video messages.

Moreover, e.l.f. Teams with Legge highlights how nearly 40% of NASCAR fans are women, yet few brands addressed them. Patrick O’Keefe, Chief Integrated Marketing Officer, explains that the partnership fills that gap by supporting underrepresented audiences. He adds that Legge’s unstoppable energy perfectly aligns with e.l.f.’s mission to empower legendary females everywhere.

Celebrating Personal Evolution and Confidence

The e.l.f. Teams with Legge campaign, called Empower.Legendary.Females, goes beyond makeup. It celebrates individual journeys shaped by experiences, lessons, and the skin that tells our stories. Anncy Rowe, Chief Commercial Officer, states that the campaign shifts conversations from surface beauty to lasting self-confidence. She invites women to embrace both polished and unfiltered moments, reinforcing that every line and glow reflects personal growth.

Furthermore, Legge competes as the only female driver in the NASCAR Xfinity Series’ BetMGM 300 on May 24. Her e.l.f.-branded car and fire suit symbolize the bold disruptor spirit that e.l.f. embodies. As a three-year partner, Legge continues to break barriers and champion representation in sport and beyond.

Virtual Racing and Digital Experiences

Can’t attend Coca-Cola 600? e.l.f. invites its community to join Legge virtually in e.l.f. UP! on Roblox. The brand also partners with Drive World to engage racing fans online. Players can complete the Coca-Cola 600 quest and like e.l.f. UP! to win Legge’s car as a skin in Drive World.

Additionally, e.l.f. will livestream from Power Grip Garage on the e.l.f. you! Twitch channel. This digital extension ensures that both makeup lovers and motorsport fans can participate globally.

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A post shared by Katherine Legge (@katherineracing)

Sweepstakes, New Primer, and Audio Series

To excite consumers further, e.l.f. offers a chance to win big through its sweepstakes. Meanwhile, Beauty Squad members gain exclusive early access to the Jumbo Power Grip Primer on May 22, followed by a full release on May 26 at http://elfcosmetics.com .

Legge also hosts “Throttle Therapy with Katherine Legge” on the iHeart Women’s Sports Audio Network. Her recent conversation with e.l.f.’s Patrick O’Keefe explores shared passions and insights into building unstoppable confidence.

Upcoming Races and Continued Partnership

Fans can support Legge in upcoming NASCAR events:

• May 31, 2025: Nashville (Xfinity Series)
• June 15, 2025: Autódromo Hermanos Rodríguez (Cup Series)
• July 7, 2025: Chicago (Cup Series)
• July 13, 2025: Sonoma (Cup Series)

Each event underscores the ongoing e.l.f. Teams with Legge collaboration and its commitment to empowerment and representation.

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